- 學位論文
線上展覽對於使用者行為與體驗影響之研究
A study on the influence of user behavior and experience on online exhibitions
摘要
近年來受疫情影響，生活型態的轉型讓線上展變成了一種趨勢。本研究觀察到對使用者行為與體驗關係的相關文獻較為缺乏。目前展覽相關文獻較多見於實體展覽的使用者體驗，然依據感受媒介的不同，線上展與實體展間應該會因為不同的媒介，而產生不同的特性與限制。 而本研究通過文獻探討，總結出三種展覽類型為「3D環景展覽」、「3D建模展覽」與「網頁展覽」，以此為基礎，體驗中華民國文化部所提出的具線上展覽的博物館，篩選出「【實境虛擬】海之美-海洋文化與臺灣風貌」、「【專題製作】史博有囍─喜字喜事館藏線上展」與「【專題製作】夏日CHILL哪裡」作為研究個案，並製作頁面流程圖用以配合「專家啟發式評估」，通過3位專家給與三項展覽的可用性問題與相關建議，設計用於使用者體驗的經典任務流程，並以「觀察法」觀察受測者實際操作觀看線上展的行為，配合「放聲思考法」，記錄受測者操作過程中的回饋，了解使用者在操作中有何感受與困難，達到使用者行為觀察的目的。 本研究通過參考科技接受模式（Technology Acceptance Model）其中提及的知覺有用性、知覺易用性、知覺愉悅性構面結合文獻探討中的「個人背景差異」及「虛擬環境影響」發展問卷設計。而通過研究發現，以「統一性」而言，3D環景展的資訊統一性最差，網頁展覽次之；網頁展覽中，因其展示方式的互動性較少，因此本研究建議可「增加趣味性或互動性」，例如：首頁圖紋上設計通過點擊互動來提供展覽資訊的方式；在「主題特色呈現」上，本身較具模組化特色的3D建模展覽，其模組化的優勢也是劣勢所在，在易用性上要特別小心；並且展覽中也需注意「主題特色呈現」、「資訊內容配置」、「使用者的直覺性」等問題。 本研究為探討，不同的線上展策展模式，如：是否會影響使用者的「知覺易用性」、「知覺有用性」及「知覺愉悅性」，通過問卷來輔助調查使用者體驗完後的感官態度，並以IBM SPSS進行平均數分析，得出結論為「性別-對於個別網站的同意度均無顯著影響」、「教育程度-對於個別網站的同意度均無顯著影響」與「參展頻率-對於個別網站的同意度均無顯著影響」。 而後通過變異數分析，探討3D環景展覽、網頁展覽與3D建模展，對知覺易用性、知覺有用性及知覺愉悅性的影響後發現，三項展覽於知覺易用性顯著性達顯著，後為理解三種類型線上展覽對使用者在操作難易度上的感受排名，進行分析後發現，三種不同類型之線上展覽，以網頁展覽「史博有囍─喜字喜事館藏線上展」評分最高，最為被本研究使用者滿意，而3D建模展「夏日CHILL哪裡」評分最低，相對最不受到使用者滿意；結合使用者體驗操作與感受的內容後，可發現在夏日CHILL哪裡中所提出的問題量相對較少，但一致性較高，統一性較強的同時一但產生問題容易廣泛存在於整場展覽中，使用者將會感受到更大的困惑與困難，因此本研究建議於建構3D建模展類型的展覽環境時，應更重視其展場內的操作難易度、移動順暢度等，確保展覽中設計的移動方式符合使用者的直覺操作。 期望能通過本研究提供未來策展研究者與策展產業關於線上展的展覽設計建議，達到更好展現策展目的與訴求的效果；並且此三種類型的展覽對於使用者也有許多可以分析的面向，因此本研究建議後續研究可集中於單一展覽進行使用者分析，深化理解單一種類展覽的使用者客群與行為模式。
並列摘要
In recent years, due to the impact of the epidemic, the transformation of lifestyles has led to a trend towards online exhibitions. This study observes that there is a lack of literature on the relationship between user behavior and experience. Currently, the literature on exhibitions is mostly about the user experience of physical exhibitions, but depending on the medium of experience, there should be different characteristics and limitations between online exhibitions and physical exhibitions due to the different mediums. This study summarizes three types of exhibitions, namely, "3D Scenic Exhibition," "3D Modeling Exhibition," and "Web Exhibition," through literature review. Based on these three types of exhibitions, the museums with online exhibitions proposed by the Ministry of Culture of the R.O.C. are selected as "[Virtual Reality] The Beauty of the Sea-Marine Culture and the Scenery of Taiwan," "[Thematic Production] Shibao You Xie-Xi Zhu Xi Xie Matters Collection Online Exhibition," and "[Thematic Production] Where is Summer Chill" as a result of the literature research. Where is Summer Chill" was used as a research case, and a flowchart on the page was created to support the "expert-inspired evaluation". Three experts gave usability questions and suggestions for the three exhibitions, and designed a classic task flow for user experience, and the "observation method" was used to observe the behavior of the participants in the actual operation of the online exhibitions, along with the "think aloud" method, to record the feedback of the participants in the process of operation, and to understand how users felt and what they did during the operation. The method of "observation" was used to observe the participants' actual operation of the online exhibition. In this study, the questionnaire design was based on the Technology Acceptance Model (TAM), which refers to the perceptual usefulness, perceptual ease of use, and perceptual pleasantness, and the "personal background differences" and "virtual environment influence" in the literature. The study found that in terms of "uniformity", the information uniformity of the 3D exhibition was the worst, followed by the webpage exhibition; in the webpage exhibition, since the display method was less interactive, the study suggested that the part of interaction between users and the exhibition could be increased to increase the fun or interactivity, which could be considered by designing a way of providing information about the exhibition through the clicking of the homepage pattern; in terms of the "presentation of theme features", it was more modularized than the other exhibitions. In terms of "presentation of theme features", 3D modeling exhibitions that are more modular in nature have the advantage of being able to create a relatively realistic exhibition quickly and without the need for special offline settings. However, the advantage of modularity is also a disadvantage, and special care should be taken in terms of ease of use, and attention should be paid to issues such as the "presentation of theme features", the "configuration of information content", and the "intuitive nature of the user" in the exhibitions. In this study, in order to investigate whether different curatorial modes of online exhibitions, such as "perceived ease of use", "perceived usefulness" and "perceived pleasure", would affect the users' perceptual attitudes, a questionnaire was used to investigate the users' perceptual attitudes after experiencing the exhibitions, and a mean analysis was conducted by IBM SPSS, which resulted in the following conclusions: "Sex - no significant effect on agreement with individual websites", "Education level - no significant effect on agreement with individual websites", and "Educational level - no significant effect on agreement with individual websites". The conclusion was "gender - no significant effect on the agreement level of individual websites", "education level - no significant effect on the agreement level of individual websites" and "participation frequency - no significant effect on the agreement level of individual websites". After analyzing the effects of 3D landscape exhibitions, webpage exhibitions and 3D modeling exhibitions on perceptual ease of use, perceptual usefulness and perceptual enjoyment through variance analysis, it was found that the three exhibitions had significant effects on perceptual ease of use, and in order to understand the rankings of the three types of online exhibitions in terms of the difficulty of operation, it was found that among the three types of online exhibitions, the webpage exhibitions were the most difficult to operate. The 3D modeling exhibition, "[Theme Production] Where is Summer CHILL", was the lowest rated and relatively the least satisfied by the users; after combining the contents of the users' experience of the operation and their feelings, it can be found that the amount of questions raised in the Summer CHILL is relatively less, but the consistency is higher and the uniformity is stronger. This study suggests that when constructing an exhibition environment for 3D modeling exhibitions, more attention should be paid to the ease of operation and the smoothness of movement in the exhibition hall to ensure that the movement methods designed in the exhibition meet the intuitive operation of the users.